Login

Article

The First Critical Stage For An Effective Mobile Sports Betting Site – Initial Engagement

While the online sports betting sector is ahead of the game in being “mobile first”, a recent study by Global Reviews on the Mobile Sales Effectiveness in the sector found that top brands are losing target customers due to not fully aligning the mobile and desktop experience at certain points of the customer journey.

Infact, almost a third of mobile bettors would leave the site if they encountered a problem.

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

Initial Engagement

Introducing Options

Application i.e. Adding a Bet

In part one of this blog series, we look at the first critical stage, “Initial Engagement”.

What is Initial Engagement?

Initial Engagement incorporates a number of factors relating to a bettor’s initial impression of the homepage including:

Create affinity with the target audience through colour, imagery and font

Communicating a clear value proposition in consumer centric language

Consider different messaging for homepage and product details page

Create a competitive advantage by going beyond just discounts and deals

Communicating security and privacy

Ensure access to supporting information

Use imagery to communicate privacy

Provide tips and assistance on how to protect your computer from security breaches and threats

Communicating trust

Transparency on pricing and quick access to key actions is important

Include testimonials, third party endorsements and a commitment to customers

Part two of this blog series will look at the second critical stage for an effective mobile betting site, Introducing Options.

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact Hannah-Rose Farrington – Commercial Director (hannah.farrington@globalreviews.com)

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.